MASH Direct has introduced new ecological packaging which the firm said will allow consumers to make more sustainable choices whilst shopping.
The new packs use a traffic light system to show how ecologically sustainable the product is with an overall grade to provide an “at-a-glace score”.
Mash Direct said it hopes that the new system will help to drive in-store awareness on environmental issues, encouraging shoppers to make more sustainable choices, while incentivising farmers to make more environmentally friendly innovations.
The new packaging comes from a partnership with the non-profit Foundation Earth and can be found initially on five SKUs with a further rollout scheduled for other products next year.
The current five products are: Mash Direct’s Mashed Potato, Champ, Carrots & Parsnips, Mashed Turnip/Swede and Colcannon/Bubble and Squeak.
Jack Hamilton, chief executive of Mash Direct, said: “As a sixth- generation family farm we are dependent on the Earth and are very aware that the way we all behave must change in the face of the current climate emergency.
“Introducing the Foundation Earth scoring system packaging is a hugely imporant step in our commitment to providing full transparency to our customers and increasing our brand’s sustainability.”